FRICTION RELOADED - Marketing Trends

Fredrik Borestrom is the World President and Chair of the IAA, the International Advertising Association, a body that spans 56 countries, bringing agencies, brands, media owners and academia under one roof. He stepped into that role in 2025 after leading the UK chapter from 2017 and becoming global Chair in 2024. By day he is Director, International Agency Development at LinkedIn across EMEA and L...

Christian Schneider is Director of Digital Marketing & Consumer Service at Manner. In this role, he is responsible for a wide range of areas, including strengthening and professionalizing the online presence of all 5 brands. This encompasses digital advertising, platforms and websites, performance marketing and social media, as well as data and analytics and consumer service – both nationally...

Sandra Stichauner is Chief Marketing Officer at the Austrian National Tourist Organisation, leading global marketing across more than 30 international markets. With over 15 years of experience in brand and tourism marketing, she stands for modern brand leadership at the intersection of strategy, creativity, and growth. Previously, she held senior marketing roles at BIPA and Austrian Wine Marketing...

David Dittrich has over two decades of experience at the intersection of music, technology, and marketing. Currently Head of Marketing at Hitradio Ö3 – Austria's leading radio station – he has previously led artist marketing at Universal Music, headed the festival brand LIDO SOUNDS, and built campaigns that earned a CCA Venus Award, Austria's premier advertising prize. He has managed teams, multim...

Andreas Cieslar is a distinguished brand strategist and marketing expert who has shaped numerous well-known brands in Austria. He currently serves as Head of Marketing and Branding at DONAU Versicherung, where he oversees the entire brand presence – from strategic positioning to execution across all channels – and has played a key role in evolving and repositioning the brand. Previously, he held l...

Magdalena Horejs is a Creative Strategist at Scholz & Friends Vienna, acting as the link between the client and the creative team. She moved to Germany in 2021 to study and stayed for four years – three of which she spent at Hamburg (main client: McDonald’s). She also was part of the GWA young board, the leading association for advertising and communications agencies in Germany. Since 2026 she...

Stefan Sagmeister has designed for clients as diverse as the Rolling Stones, HBO, and the Guggenheim Museum. He’s a two time Grammies winner and also earned practically every important international design award. Stefan talks about the large subjects of our lives like happiness or beauty, how they connect to design and what that actually means to our everyday lives. He spoke 5 times at the officia...